Fram (oil filter)
| Genre | Automotive filters |
|---|---|
| Headquarters | Danbury, Connecticut, United States |
| Parent | Rank Group |
| Website | http://www.fram.com |
Fram is a brand of aftermarket automotive products known primarily for their oil filters. Other products sold under the Fram brandname include air filters, fuel filters, PCV valves, breather element filters, and similar products, almost all of which use the trademarked orange color. Fram is an aftermarket product, so most automobile manufacturers recommend their own brand, Motorcraft, for example.
The brand is noted for its trademarked bright orange color, and for its famous marketing slogan, "You can pay me now, or pay me later", which is usually presented as being uttered in its advertising by an auto mechanic, who is explaining to his customer that he can either pay a small sum now for the replacement of oil and filter or a far larger sum later for the replacement of the vehicle's engine. Another slogan is "Before you slam it, FRAM it".
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[edit] History
The FRAM brand was born when the original chemists, Frederick Franklin and T. Edward Aldam, invented an easily-replaceable oil filtering element in their Providence, R.I. laboratory. Incorporated in 1934, the Fram Corporation was formed by James Edward Bigwood with the help of Steve Wilson. Steve Wilson was the first president of the Fram Company, and James Bigwood was the treasurer. James Bigwood chose the colors black and orange to be Fram's colors. Fram is one of the major brands of aftermarket automotive oil filters in the United States.
The Fram Corporation was bought by the Bendix Corporation in 1967. The brand is now owned by Rank Group.[1]
[edit] Products
Fram filters are sold in a variety of sizes to fit most vehicles currently being driven in the United States, and are marketed under many product lines for both oil and air filters.
[edit] Oil filters
- Extra Guard - for everyday driving
- Tough Guard - for heavy duty or tough driving conditions
- Extended Guard - 10,000 mile filter for the longer oil change intervals
- Double Guard - PTFE impregnated
- High Mileage - for cars over 75,000 miles. It incorporates a time release additive gel that mixes with the oil
- Racing
- Synthetic - (Available in Canada only) 11,000 km oil filter for longer change intervals.
[edit] Air filters
- Washable - reusable air filter, designed to be washed 20 times
- Fresh Breeze - cabin filter that uses Arm & Hammer baking soda to absorb odors.
- Tough Guard - for tough driving conditions
- Extra Life
- AirHog High Performance
- Platinum Premium - Same as the Tough Guard (Available in Canada only)
[edit] Other products
- Fuel filter
- transmission filter
- PCV valve
- FRAM Oil 5-W30 & 10W-30 (Produced by Conoco/Phillips)
[edit] References
- ^ Dottie Hanan Smith (1 Feb 2011). "Rank Group to Acquire Honeywell Automotive Products Business". Automotive Discovery. http://automotivediscovery.com/rank-group-to-acquire-honeywell%E2%80%99s-automotive-products-business/923360/. Retrieved 2011-09-27.
